Neurobio-ResearchNeurobio-Research
NeuroscienceNeuroscience, B, Biologyiology, , LinguisticsLinguistics and and Facial Action Code Facial Action Code In Marketing ResearchIn Marketing Research
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We analyze the effectiveness We analyze the effectiveness of of stimulus, advertise, web page or point of sale stimulus, advertise, web page or point of sale second by second second by second through emotional and neurobiological through emotional and neurobiological measuringmeasuring..
IRA RABBIAATTACCO
sexualitypublic television
reassurefrankness
breakfast teen-ager
agilityagility
white wine
PorschePorsche
padres
effervescence
Fiat
poverty
milk
bank
nostalgianostalgia
momchild
arrogance
cautiontranquilidad
boss
hope
fashion
determination
terminator
mystery
vanguard
innovation
courage
immaturity
regression
sweetnesstenderness
quality of lifehomeopathies win
adventure
terminator elephant graveyard
defenseless
predictable
combatwarministry
minivan
financial instituteshark
kindness
adrenaline
Jurassic park
resigned
modesty
protagonist sausage
superficial
optimism
fun
closenesshug
bar billiards White wine
out-dated
mafia crash
illusionlight goldsugar
darkness occult
anticonformity
thriller
newspaper
bureaucracy
pet
elegance
nihilism
nostalgia
caffeine coffee
poetry
well-beingred wine
standard competecompetedelicate
no problem
Old-fashioned
social-democratequidistance decisive
television
Killer whale
fear
essay
classical music resigned
resigned
surprise wonder
teen-ager
agilityagility
white wine
Ferrari
padres
effervescence
poverty
milk
bank
nostalgianostalgia
momchild
arrogance
cautiontranquilidad
boss
hope
fashion
determination
terminator
mystery
vanguard
innovation
courage
immaturity
regression
sweetnesstenderness
quality of lifehomeopathies
raceadventure
terminator elephant graveyard
defenseless
predictable
ministry
minivan
financial instituteshark
adrenaline
Jurassic park
resigned
modesty
protagonist on target
sausage
optimism
fun
bar billiards White wine
out-dated
mafia crash
illusionlight goldsugar
darkness occult
thriller
newspaper
bureaucracy
pet
elegance
nihilism
nostalgia
caffeine coffee
poetry
well-beingred wine
standard competecompetedelicate
no problem
Old-fashioned
social-democratequidistance decisive
television
Killer whale
fear
essay
classical music resigned
resigned
surprise wonder
tank
poker
spider
virus
sexualityPorsche
- Enjoyment- Enjoyment
+Enjoyment+Enjoyment
ExcitementExcitement
RelaxationRelaxation
EUFORIAACTIVATION
PPARASYMPATHETICRELAXATION
INTERNAL DIALOGUE
EUSTRESS JOYFULNESS’
DISTRESS PATHOS
SYMPATHETIC
EXCITEMENT
ISOLATION
Second Cluster
Results:Final Cluster Centers
CLUSTERS 1 2 4Hearth 1,25 9,19 -7,98Brain 17,917 18,387 20,10Hands 64,38 64,65 62,96Eyes 38,70 24,73 24,66
1 12 23 44 45 46 47 48 29 1
10 211 212 213 214 215 216 117 218 119 420 221 122 223 224 225 226 227 228 429 430 3
Superga – Superga – Analysis of each second Analysis of each second - Clusters- Clusters
Great Attention and Concetration.
Mild Cognitive Activity.
Very high interest and persuasion.
Mild Cognitive activity.
Great interest and high
emotional tension
4
If an advertising campaign aims If an advertising campaign aims at emotions,at emotions, the traditional research based the traditional research based onon rational responses will not be useful orrational responses will not be useful or sufficient to understand the sufficient to understand the emotions of the participants.emotions of the participants.
Scientific studies and several experts have confirmed, that traditional Scientific studies and several experts have confirmed, that traditional research does not always give reliable results for predicting effectiveness research does not always give reliable results for predicting effectiveness of marketing strategy.of marketing strategy.
It is not always It is not always possible possible to translate our to translate our emotions emotions intointo language.language.
LIMITATIONS OF TRADITIONAL RESEARCHLIMITATIONS OF TRADITIONAL RESEARCH
Si chiede ai partecipantidi autoanalizzarsi… ma
non sempre siamo capaci di vederci allo specchio.
Ani communication that impacts emotions, creates the unique neurobiological Ani communication that impacts emotions, creates the unique neurobiological response that we can detect and measure accurately. Tresponse that we can detect and measure accurately. The results facilitate the he results facilitate the interpretation of qualitative and quantitative nature and intensity of the impact interpretation of qualitative and quantitative nature and intensity of the impact on advertising and determine the "personal neurobiological" brandon advertising and determine the "personal neurobiological" brand..
These interpretive insightsThese interpretive insightststs, arise, ariseinging within the boundaries of traditional within the boundaries of traditional research, are the perfect complement to any decision as part of marketing research, are the perfect complement to any decision as part of marketing strategies and greatly facilitate the decision makingstrategies and greatly facilitate the decision making process process. .
Direct measurement of reactions allows us to understand the Direct measurement of reactions allows us to understand the neurobiological perceptive and emotional experiences of participants. neurobiological perceptive and emotional experiences of participants.
SOLUTION: NEUROBIO-RESEARCHSOLUTION: NEUROBIO-RESEARCH
You cannot improveIf you cannot measure!
Electroencephalogram (EEG): Electroencephalogram (EEG): Measurement of the rate of neuronal synapses, Measurement of the rate of neuronal synapses, indicated by frequency waves in Hz and divided into delta, theta, alpha, low beta, indicated by frequency waves in Hz and divided into delta, theta, alpha, low beta, beta, hibeta, gamma and their respective voltages. beta, hibeta, gamma and their respective voltages. It measures the cognitive It measures the cognitive activities as attention, focalization, comprehension, memorization, learning, activities as attention, focalization, comprehension, memorization, learning, motivation, and planning. motivation, and planning. . .
Galvanic Skin Response (GSR): Galvanic Skin Response (GSR): This measures the electric potential of the skin This measures the electric potential of the skin through electrodes positioned on the hands that register the change in the through electrodes positioned on the hands that register the change in the conductivity of the skin, conductivity of the skin, and indicates the level of psychic activation or arousal. It and indicates the level of psychic activation or arousal. It also measures the interest, indicating acceptance or rejection of a stimulus.also measures the interest, indicating acceptance or rejection of a stimulus...
Electrocardiogram (ECG) : Electrocardiogram (ECG) : The heart rate is evaluated as well as the intervals The heart rate is evaluated as well as the intervals between beats or cardiac interbeat. between beats or cardiac interbeat. This measures the shape of the wave between This measures the shape of the wave between one beat and another (interbeat interval) and indicates not only the extent of an one beat and another (interbeat interval) and indicates not only the extent of an emotional reaction, but also if the emotional experience is positive or negativeemotional reaction, but also if the emotional experience is positive or negative. . ..Surface Electromyograph (sEMG): Surface Electromyograph (sEMG): This measures muscular contractions. When This measures muscular contractions. When positioned on the muscles related to emotional expression, especially above the positioned on the muscles related to emotional expression, especially above the eyes, eyes, the EMG will measure the emotional tension as a degree of implication or the EMG will measure the emotional tension as a degree of implication or emotional involvement with a stimulus. emotional involvement with a stimulus.
BrainBrain
HeartHeart
EyesEyes
HandsHands
MetMethodshods
sexualitypublic televisionreassure
franknessbreakfast teen-ager
agilityagility
white wine
PorschePorsche
padres
effervescence
Fiat
poverty
milk
banknostalgianostalgia
momchild
arrogance
cautiontranquilidad
boss
hope
fashion
determination
terminator
mystery
vanguard
innovationcourage
immaturity
regression
sweetnesstenderness
quality of lifehomeopathies win
adventure
terminator elephant graveyard
defenseless
predictable
combatwarministry
minivan
financial instituteshark
kindness
adrenaline
Jurassic park
resigned
modesty
protagonist sausage
superficial
optimism
funcloseness
hug
bar billiards White wine
out-dated
mafia crash
illusionlight goldsugar
darkness occult
anticonformity
thriller
newspaper
bureaucracy
pet
elegance
nihilism
nostalgia
caffeine coffee
poetry
well-beingred wine
standard competecompetedelicate
no problem
Old-fashioned
social-democratequidistance decisive
television
Killer whale
fear
essay
classical music resigned
resigned
surprise wonder
teen-ager
agilityagility
white wine
Ferrari
padres
effervescence
poverty
milk
banknostalgianostalgia
momchild
arrogance
cautiontranquilidad
boss
hope
fashion
determination
terminator
mystery
vanguard
innovationcourage
immaturity
regression
sweetnesstenderness
quality of lifehomeopathies
raceadventure
terminator elephant graveyard
defenseless
predictable
ministry
minivan
financial instituteshark
adrenaline
Jurassic park
resigned
modesty
protagonist on target
sausage
optimism
fun
bar billiards White wine
out-dated
mafia crash
illusionlight goldsugar
darkness occult
thriller
newspaper
bureaucracy
pet
elegance
nihilism
nostalgia
caffeine coffee
poetry
well-beingred wine
standard competecompetedelicate
no problem
Old-fashioned
social-democratequidistance decisive
television
Killer whale
fear
essay
classical music resigned
resigned
surprise wonder
tank
poker
spider
virus
sexualityPorsche
Neurometaphor MappingNeurometaphor Mapping
- Enjoyment- Enjoyment
+Enjoyment+Enjoyment
ExcitementExcitement
RelaxationRelaxation
Neurometaphor mapping is an optional complementary add-on to the Brain, Heart, Eyes and Hands Neurometaphor mapping is an optional complementary add-on to the Brain, Heart, Eyes and Hands Diagnostic which utilizes techniques developed from Neurolinguistics,. the study of language and how Diagnostic which utilizes techniques developed from Neurolinguistics,. the study of language and how
humans communicate.humans communicate.
In its application to market research we create a three dimensional map of the principal concepts of a In its application to market research we create a three dimensional map of the principal concepts of a language in order to position the elements of an advertisement or any type of communication, and language in order to position the elements of an advertisement or any type of communication, and
identify the subconscious linguistic codes that they trigger. It is also an invaluable tool in determining identify the subconscious linguistic codes that they trigger. It is also an invaluable tool in determining what concepts, key words, elements and other linguistic codes a communication should contain in order what concepts, key words, elements and other linguistic codes a communication should contain in order
to achieve the desired subconscious positioning and impact. to achieve the desired subconscious positioning and impact.
It is the perfect complement to NeurobioResearch which allows us to determine the verbal expressions It is the perfect complement to NeurobioResearch which allows us to determine the verbal expressions that correspond with the physical, psychological and emotional activationsthat correspond with the physical, psychological and emotional activations..
Our ExperienceOur Experience
Input category Quantity of measured stimuli
Spot TV 295
Logos 85
Printed AD 48
Packaging 15
Radio 12
Animatic 4
Auto-promo 4
Integrated product 12
Magazine covers 17
Web pages 20
Point of purchase 9
Perfumes 2
TOTAL 523
Subconscious and dreamlike processesSubconscious and dreamlike processes
- Memory synchronization (Total - Memory synchronization (Total synchronization. Depending on synchronization. Depending on objectives)objectives)
- Enjoyment- Enjoyment
ExcitationExcitation
- Involvement/Distance- Involvement/Distance
- Persuasion (compound index that - Persuasion (compound index that combines synchronization, enjoyment, combines synchronization, enjoyment, excitation and involvement)excitation and involvement)
Through years of experience and thousands of tests, we have developed Through years of experience and thousands of tests, we have developed comparison benchmarks and algorithms for translating the Brain, Heart, comparison benchmarks and algorithms for translating the Brain, Heart, Eyes and Hands measurements into practical marketing and business Eyes and Hands measurements into practical marketing and business variables, summarized below:variables, summarized below:
Focalization/AttentionFocalization/Attention
+ Memory synchronization (Total + Memory synchronization (Total synchronization. Depending on synchronization. Depending on
objectives)objectives)
+ Enjoyment+ Enjoyment
RelaxationRelaxation
+ Involvement/Closeness+ Involvement/Closeness
+ Persuasion (compound index + Persuasion (compound index that combines synchronization, that combines synchronization,
enjoyment, excitation and enjoyment, excitation and involvement)involvement)
Benchmarking and Translation Benchmarking and Translation to Practical Marketing Variablesto Practical Marketing Variables
Other Categories of Stimuli MeasuredOther Categories of Stimuli Measured
SensorymetricsSensorymetricsPerfumesPerfumes
JinglesJingles
SensorymetricsSensorymetricsPerfumesPerfumes
JinglesJingles
Points of SalePoints of SaleSupermarkets, beauty shops, Supermarkets, beauty shops,
specialty stores - brand.specialty stores - brand.Publicity and communication Publicity and communication
in the storein the store
Points of SalePoints of SaleSupermarkets, beauty shops, Supermarkets, beauty shops,
specialty stores - brand.specialty stores - brand.Publicity and communication Publicity and communication
in the storein the store
Web pagesWeb pagesOnline Online
AdvertisementAdvertisement
Web pagesWeb pagesOnline Online
AdvertisementAdvertisement
Animatic andAnimatic andPre testingPre testing
Animatic andAnimatic andPre testingPre testing
Printed AD, Printed AD, Products, Products,
LogosLogosRadioRadio
Printed AD, Printed AD, Products, Products,
LogosLogosRadioRadio
Other Examples
• Neuropolitics: http://www.youtube.com/watch?v=ul0Oio8Ud8M
• Point of Sale: http://www.youtube.com/watch?v=Zl1sEQvkVws
• General Video: http://www.youtube.com/watch?v=fjEWNZjOyP4
• Martini Advert: http://www.youtube.com/watch?v=M1d3KU5ufMk
Italian, Spanish languageItalian, Spanish language
Alberto Apicella: Alberto Apicella: [email protected]@NeuroBioMarketing.com
Cel. 3343311902Cel. 3343311902
English, German, Slovenian languageEnglish, German, Slovenian language
Domen UrsicDomen [email protected]@neurobiomarketing.com
0039342372176600393423721766
Contacts:Contacts:
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